The deal marks the automaker’s first team sponsorship to date. BMW previously did a single-event sponsorship for the 2017 EU League of Legends (LoL) Championship Series Summer Finals in Paris. For that event, BMW produced a series of videos with Unicorns of Love .

Cloud9 revealed the partnership with an image showing six organization employees and players—including CEO Jack Etienne, as well as a cosplay-wearing Zachary “Sneaky” Scuderi from its LoL team—posing in front of a BMW car along with the phrase, “It’s character that drives performance.” In a subsequent tweet, Etienne said that Cloud9 had just shot a series of commercials for BMW.

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BMW is Cloud9’s second big sponsor addition this week, following Tuesday’s announcement of a partnership with AT&T—another first-time team sponsor. AT&T will present a new Cloud9 digital video series called “The Nines,” which will spotlight the organization’s various teams.

AT&T will also sponsor Cloud9’s “communications hub” in its headquarters and have its logo on the back and sleeve of the team’s jerseys. Cloud9 has not yet revealed the full extent of the BMW sponsorship, although the carmaker’s logo already appears on the team’s Twitter banner.

Andrew is a freelance journalist and editor who has covered the videogame and technology spaces since 2006, with an increasing focus on esports since 2016. In addition to his work on interviews, feature articles, and news stories for The Esports Observer, Andrew has covered esports for such publications as Rolling Stone, Vice, Variety, and Red Bull Esports. He is based out of Chicago.